evnow
Well-known member
http://mediadecoder.blogs.nytimes.com/2010/08/24/nissan-shifts-from-shift-to-innovation/
And the Leaf ad ...
Eight years after urging consumers to “Shift” their buying behavior when it comes to cars, trucks and minivans, Nissan North America is changing brand themes.
In a campaign that is scheduled to get under way on Saturday, Nissan North America, part of the Nissan Motor Company of Japan, will proclaim its mission is to provide “Innovation for all.”
...
Leaf is “the poster child for innovation,” Mr. Brancheau said on Tuesday morning at the first of a series of meetings with reporters in New York, and as such will be “absolutely critical” to how the Nissan brand fares.
And the Leaf ad ...
And in a spot for the Leaf, a polar bear is shown leaving its native habitat as the ice melts and traveling through unfamiliar landscapes until arriving in a suburban driveway. It at first seems as if the commercial will be a plaintive paean for environmental conservation to guilt viewers into buying a Leaf.
But the spot takes a wry turn as the bear goes up to a man getting into his Leaf in that driveway and giving him a fervent, well, bear hug, to thank him for buying the car.
The intent is to offer “a little twist, perhaps a wink,” Mr. Brancheau said, to offer some relief from the oh-so-serious tack that so many car ads take.